The European beauty brand Essence made the most of their sponsorship of Justin Bieber's Believe Tour by creating social media events around each show.
They gave away free products at shows and offered various sweepstakes that highlighted user-generated content as contest entries for free tickets and other prizes.
Not only did they generate a lot of interest in their own brand, but they helped build buzz around each of the shows on the tour. The campaign resulted in 263 million brand impressions, 82,615 brand expressions, and 35 percent of on-site activation through social.
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